Copywriter Core Competencies
This list is a breakdown of the skills, knowledge and capabilities of a copywriter. Not all competencies apply to all copywriters; an advertising copywriters may have very different capabilities compared to a digital content designer.
4 Ps
Marketing Foundation
Knows the importance and relevance of the four Ps of marketing: product, price, place and promotion.
Advertising
Specialist Skill
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Briefing
Client Relationships
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Clear and direct
Writing Essentials
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Content design
Specialist Skill
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Content Marketing
Specialist Skill
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Content strategy
Specialist Skill
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Creative thinking
Soft Skills
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Curiosity
Soft Skills
Takes a general interest in people, trends, fashions, market forces and world events.
A broad base of knowledge is helpful given the variety of products and services that copywriters are expected to sell.
Empathy
Soft Skills
Can put themselves in someone else’s position and understand their experiences, motivations and feelings.
Copywriters need empathy in order to create concepts and content that resonates with the intended audience.
Expectation management
Client Relationships
Knows how to support clients and stakeholders so they understand what to expect at each stage of a project.
Whether working as part of an in-house team or independently with clients, copywriters need to communicate clearly and directly about the flow of concepts and content as the project develops.
Feedback
Client Relationships
Understands how to effectively gather and respond to feedback in a range of contexts, formats and client relationships.
Grammar and spelling
Writing Essentials
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How people read
Writing Essentials
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Interpersonal skills
Soft Skills
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Market research
Marketing Foundation
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Marketing history
Marketing Foundation
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Marketing rules and regulations
Marketing Foundation
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Marketing trends
Marketing Foundation
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Press Releases
Specialist Skill
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Problem-solving
Soft Skills
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Project management
Client Relationships
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Radio
Specialist Skill
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Script Writing
Specialist Skill
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See CopyDeck
Copywriting Tactics
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Search Engine Optimisation (SEO)
Specialist Skill
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Sign-up to the code
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